Apple TV+ is set to become the exclusive broadcaster of Formula 1 in the United States starting in 2026, under a five-year contract worth an estimated $750 million. This agreement represents a turning point not only for the top racing series, but for the entire sports rights ecosystem in the United States.

The Cupertino-based giant has secured the rights to broadcast all 24 races on the world calendar, including free practice, qualifying and Sprint Race, offering its subscribers access included in the subscription price and making some sessions available free of charge to broaden the catchment area. This is a strategic move that integrates technology, entertainment and business in an innovative way.

A significant investment and a signal to the market

According to sources close to the deal, Apple will pay $150 million annually for the exclusive rights to Formula 1 in the United States. By comparison, the current deal with ESPN is worth about $90 million per year. The increase, at 66 percent, represents one of the largest increases in the recent history of television rights for an international sport in the United States.

The economic value, however, is only part of the complexity of this agreement, which has a number of strategic and commercial implications: from the competition between streaming platforms to the positioning of Formula 1 in the North American market, via the redefinition of relationships with sponsors and traditional broadcasters.

Apple’s sports strategy: from MLS to Formula 1

Apple is no stranger to the world of sports. After its experience with Friday Night Baseball ($85 million annually) and the $2.5 billion strategic significance deal for the global rights to Major League Soccer, the company has developed a prudent but focused approach over the years: selected investments with strong symbolic value and in line with its corporate strategy.

For a long time, there has been some skepticism about the possibility of the California-based multinational Apple investing in the Formula 1 world championship. In fact, the Apple TV+ user base is still relatively small compared to its main competitors in the streaming industry, and Formula 1, although growing steadily, is still a niche market when compared to established U.S. sports leagues such as the NBA, NFL and MLB.

However, the global success of the movie “F1: The Movie” has radically altered this perspective. Produced by Apple and starring Brad Pitt, the film generated more than $550 million in international box office revenue, establishing itself as the biggest film success ever for a streaming platform. This cultural event has had a significant impact, projecting Formula 1 beyond the confines of the racetracks and within popular culture.

A significant economic boost for Liberty Media

Apple’s decision comes amid strong financial growth for the Formula 1 world championship. In the second quarter of 2025, Liberty Media, holder of the commercial rights to the championship, reported revenues of $1.2 billion, an increase of 41 percent over the same period last year.

Operating profit rose to $293 million, marking a 249 percent increase over the second quarter of 2024. This is the third time in history that Formula 1 has surpassed $1 billion in revenue in a single quarter, but the first time this has happened outside the fourth quarter, traditionally the most profitable period of the year.

This significant growth can be attributed to several factors:

• A richer race calendar (9 races in the second quarter of 2025 compared to 8 in 2024)
• The acquisition of new global sponsors, including PepsiCo and MSC Cruises
• A licensing agreement with The Walt Disney Company for the use of the “Mickey & Friends” brand name
• The extension of the Canadian Grand Prix until 2035
• And, most importantly, the economic impact generated by the Apple-produced film.

The success of the film brought new media and financial life to the championship, demonstrating the ability of the Formula 1 brand to generate value outside of the sporting context.

The strategic importance of the U.S. market

In recent years, the U.S. market has emerged as the main strategic development area for Formula 1. With three Grand Prix hosted on U.S. soil (Austin, Miami and Las Vegas), the championship has put considerable effort into attracting an audience historically more inclined to NASCAR and IndyCar.

Statistical data show significant progress:

• In 2025, an average of 1.3 million spectators per race is expected, a 7 percent increase over the previous year.
• There are strong population growths in the 18-34 age group.
• There is a significant increase in interest among female audiences and Generation Z, partly due to off-track content such as “Drive to Survive.”

However, growth seems to have decelerated in recent months. Despite positive ratings, ESPN has decided not to match Apple’s economic offerings, opting to concentrate resources on the NBA, NFL and college football, sports that provide more certain economic returns and higher audience volumes.

The risks and opportunities of a streaming-only distribution model

The agreement with Apple carries potential risks. The exclusivity of the entire Formula 1 offering behind a paywall on a relatively niche platform could hinder the expansion of the American fanbase, just at a time when the championship needs to expand its audience.

This risk is not theoretical: Major League Soccer, following its exclusive agreement with Apple, had to partially reopen to traditional broadcasters to ensure greater exposure to commercial partners and sponsors.

In contrast, Apple has a substantial media ecosystem. The agreement includes the integration of Formula 1 content not only on Apple TV+, but also on Apple News, Apple Maps, Apple Music, Apple Sports, and Apple Fitness+. Such an ecosystem is capable of amplifying the Formula 1 narrative throughout the year, not limited to race weekends.

Moreover, for Apple, the $150 million annual investment represents a pittance, amounting to little more than a marketing item for a company that generated more than $380 billion in revenue in 2024.

Sponsorship, content and pop culture: the impact of Brad Pitt

A key element of the whole operation was the film “F1: The Movie.” This work acted as a massive media campaign, elevating Formula 1 to the center of American pop culture. The production, with an estimated budget of $300 million, generated more than $40 million exclusively from direct sponsorships. Prominent brands such as Expensify, Geico and SharkNinja invested in Brad Pitt’s fictional APX GP stable, leveraging two years of filming, access to real paddocks and unprecedented global visibility.

Other brands have developed dedicated products: IWC launched a collection of three special watches, Tommy Hilfiger unveiled a limited edition APX GP collection, which quickly sold out of stock, and Heineken produced a commercial featuring Brad Pitt and Damson Idris, further amplifying the viral effect.

In this context, Apple’s entry as a broadcaster is not an isolated initiative, but the final piece of an integrated strategy that combines platform, content, and cultural visibility.

The exit of ESPN, which had revived Formula 1 in the United States, marks the conclusion of a significant cycle. During its tenure, the sports channel helped boost U.S. audiences and solidify F1’s presence on the national sports schedule. However, for ESPN, an annual investment of $150 million represented an excessive cost for a sport that, while growing, remains distant from the audience volumes and advertising inventory of the NFL or NBA. By comparison, the deal with the ACC (college football and basketball) involves an annual investment of $240 million and generates significantly higher audience numbers and advertising inventory.

Apple, on the other hand, is not required to justify the investment with immediate ratings: for Cupertino, Formula 1 is a strategic vehicle for branding and innovation.

The decision to partner with Apple comes at a delicate time for Liberty Media. On the one hand, Formula 1 is stronger and more popular than ever. On the other, the growth curve in the United States is beginning to stabilize.

With this agreement, Formula 1 prioritizes quality over quantity, aiming to monetize a young, wealthy and highly engaged audience, rather than pursuing maximum television exposure. The goal is not limited to growing viewership, but extends to transforming Formula 1 into a comprehensive media product, integrating cinema, streaming, technology, fashion, pop culture and, of course, auto racing.

A competitive advantage called Apple

Apple differs from other broadcasters in the depth of its ecosystem. The company possesses the ability to integrate Formula 1:

• In their own devices (iPhone, iPad, Mac, Apple Watch)
• In media services (TV+, Music, News, Maps, Fitness+)
• in its global distribution network.

This involves not only broadcasting races, but creating digital and interactive experiences, such as on-board cameras for each driver, real-time telemetry, additional content, personalized notifications and continuous storytelling.

In other words, Apple has the potential to transform the enjoyment of Formula 1 from a television event to an immersive technology platform.

Sponsorships: fertile ground for new brands

Another significant effect of this agreement concerns the sponsorship market. The association with Apple gives Formula 1 an additional aura of exclusivity and innovation, making the championship even more attractive to technology, lifestyle and financial brands. This phenomenon has already been observed with film, where brands from outside the traditional paddock have been attracted more by the cultural context than just visibility on the track. With streaming coverage, Formula 1 offers partners the opportunity to implement more sophisticated forms of activation such as branded content, digital experiences and integrated campaigns.

In a context where logos on hoods are of less importance than stories told to users, this could be a crucial competitive advantage.

Formula 1 in the era of convergence of sports and entertainment

This agreement is part of a larger trend: the convergence of sports and entertainment. Formula 1 is no longer exclusively a racing championship, but a narrative platform that spans multiple media, including television, film, social media, fashion, and technology. With the entry of Apple, this ecosystem becomes even more cohesive. Racing will represent just one component of a narrative that spans 365 days a year: podcasts, docuseries, exclusive content, behind-the-scenes access, music, wellness, lifestyle. For a young, digitized audience, Formula 1 is transformed into an experience, not just a sport to follow.

The $750 million deal between Apple and Formula 1 represents more than just a business transaction: it is a strategic alliance between one of the most influential brands in technology and one of the world’s most iconic championships. For Formula 1, it represents an opportunity to consolidate its presence in a strategic market like the United States, accelerating its evolution from a sport to a global media product. For Apple, it offers the chance to strengthen its streaming offering with premium content, creating integrated experiences that no competitor can replicate with the same technological depth. The future of Formula 1 in the United States will be decided not only on the track, but also on the screens of iPhones and Macs. And it is in this area that Cupertino aims to win the most important Grand Prix: that of attention.